Inserting random loop on the mesh to change topology
You can't change the topology of the model using the edge loop tool alone as CTRL R uses the existing topology of your model. Instead try using the knife tool to manually create your own topology. 

Documentation for this can be found here. 

https://www.blender.org/manual/modeling/meshes/editing/subdividing/knife_subdivide.html

Make sure that when you use the knives tool you correct your topology as you are going as this can create ngons in areas that can be troublesome.